Noticed your LinkedIn Company page doesn’t grow the same way it used to? You’re not alone. It’s said that only about 2% of a typical “LinkedIn Feed” is content from an organic company post. It seems wild, but take a look at the companies you follow on your personal account – when was the last time you saw a post from them?
Why it’s like this
It comes down to a couple of reasons.
LinkedIn’s entire algorithm is built around personal connection and relevance i.e. person-to-person networking, so it tends to give higher visibility to content from personal profiles.
It's a business, and one way it generates revenue is through advertising and paid tools for companies. Although not officially framed as a ‘limit’, LinkedIn deprioritises the organic reach of company pages to incentivise paid promotion.
Personal brand is king
So, what’s the difference in engagement? A recent study by Refine Labs suggested content shared via personal profiles drove almost 3x more impressions and 5x more engagements, compared to the same content shared on a company page.
The network effect comes into play here. An individual can connect with up to 30,000 people (with unlimited followers beyond that). When they post, it’s shown to their connections and followers, as well as their connections’ networks when interactions occur.
On the other side, company pages rely solely on followers seeing their content.
3 reasons why company pages still matter
LinkedIn company pages remain important for businesses. They serve functions and confer benefits that personal profiles cannot fully replicate. Here are the top reasons company pages still matter, with a focus on recruitment and marketing:
Brand Credibility and Trust
A company page is the official representation of your organisation on the platform. People will often search LinkedIn to validate a company’s legitimacy. If they find an updated, professional page with a proper logo, banner, and consistent posts, it immediately builds trust.
Employee Advocacy
Your LinkedIn page not only lists all your employees (which itself shows your company’s scale and talent) but also provides content they can share. Employees can be your best brand ambassadors – when they share or engage with company page posts, it amplifies your reach massively.
Discoverability and SEO
They're also well-indexed in search engines. Having a company page boosts your search visibility, and your LinkedIn page will often rank highly on Google. LinkedIn itself touts that creating a page is “best practice for good SEO”, helping your company pop up in search results.
How to improve content on your company page
Back to basics here. But implementing each of these small things into your LinkedIn social strategy and you’ll definitely see improvement in engagement.
Leverage both personal + company pages
Be proactive with your teams to amplify company content, especially those with powerful personal brands. React, comment, repost. While there’s a lot more to the algorithm than employee-generated engagement, it’s a simple way to trigger broader reach.
Humanise your content
Business pages can often get stuck in a conservative "sounds like everyone else" type of tone. And while personal profiles will always be more opinionated, try and find a middle ground by giving your brand a human voice.
Utilise different content formats
The algorithm is constantly being tweaked, but it’s true that certain content types get more love from the algorithm than others. Experiment with carousels, photos, videos and see what sticks with your audience.
Community engagement
Ask questions in your posts, invite opinions, and respond to comments promptly. LinkedIn’s algorithm rewards posts that generate back-and-forth discussion (comments and replies). LinkedIn even lets page admins switch identity and comment/react on other conversations as your company page, a little trick to help increase your visibility further.
Consistency trumps all
LinkedIn’s algorithm often rewards steady activity over time, so post regularly and stick to a content schedule. Aim for a cadence you can sustain (even if it’s starting out at 2-3 posts per week). An active page that steadily gains followers month by month will always outperform those that start and stop.
Need a hand? Maybe what you really need is for someone to handle it all for you. Learn why more APAC recruiters choose Three Sixty Digital, or start the conversation here.
